Published on Nov 7, 2025 · Reading time 6 min · Created by media-k.it
TL;DR — Your exhibitors and speakers already have an audience network. By equipping them with branded and personalized visuals, you transform this potential into free and qualified reach for your event. Result: more registrations, more visibility, zero additional ad budget.
Most B2B event organizers spend significant budgets on paid advertising (LinkedIn Ads, Google Ads, email marketing) to promote their trade shows. However, they often neglect their own exhibitors' network.
Each exhibitor already has:
The problem? Without appropriate tools, exhibitors rarely share content about your event. And when they do, it's often with generic visuals that lack impact.
The idea is simple: equip your exhibitors with branded and personalized visuals they can easily share on their own channels.
Conservative scenario (150 exhibitors):
Large-scale scenario (800 exhibitors):
Each exhibitor should receive visuals that include:
Priority formats:
To maximize adoption, the barrier to entry must be almost zero:
Recommended calendar:
| Channel | Monthly cost | Estimated reach | Cost per impression |
|---|---|---|---|
| LinkedIn Ads | €3,000 | 50,000 | €0.06 |
| Google Ads | €2,000 | 80,000 | €0.025 |
| Email marketing | €500 | 20,000 | €0.025 |
| Total | €5,500 | 150,000 | €0.037 |
| Investment | Estimated reach | Cost per impression |
|---|---|---|
| Automated visual kit | €500-1,500 | 72,000-320,000 |
Result: up to 10x cheaper per impression, with a better qualified audience.
Adoption rate: % of exhibitors who downloaded ≥ 1 visual
Estimated reach: impressions generated via UTM and tracking
Conversions: clicks on badges/registrations from exhibitor posts
Engagement: likes, comments, shares on exhibitor posts
?utm_source=exhibitor&utm_medium=kit&utm_campaign=event-2025 on all linksSolution: Reduce friction as much as possible. A ready-to-use kit with instant preview increases adoption by 3x.
Solution: Automate with a visual generator. In a few clicks, each exhibitor generates their own branded visuals.
Solution: Use UTM on links and track downloads. A simple dashboard gives you the necessary visibility.
How can I measure the reach generated by my exhibitors?
Use UTM on shared links, track visual downloads, and analyze social media mentions to estimate total reach.
How many exhibitors do I need to have a significant impact?
With 40% adoption on 150 exhibitors, you can generate approximately 72,000 impressions. Even with 25% adoption on 800 exhibitors, you reach 320,000 impressions.
What are the most effective channels for distribution?
LinkedIn is the priority channel for B2B events, followed by email (signature and newsletter) and exhibitors' corporate websites.
Do I need to create different visuals for each exhibitor?
No, use an automated generator that personalizes templates with each exhibitor's data (name, booth, logo).
When should I launch exhibitor communication?
Ideally at T-8 weeks, with weekly reminders until the event to maintain engagement.